social customer service lessons learned

Lessons Learned in Integrating a Social Customer Service

Andrew Maher Strategic Consulting

@serviceplease20

#callcenterworld

© 2012 Avaya Inc. All rights reserved. 2

Presenting Today – Andrew Maher

Andrew Maher is a 20 year veteran of the customer experience arena. For over 17 years he has been working with Avaya‟s clients across the globe.

He is an award winning leader in the area of new media and its role within enterprises and their interactions with customers. When consulting with clients Andrew describes himself as B2B2C focused, his concern is of his customer‟s customers. As a certified social media strategist he is addressing the CxOs of Fortune 100s to develop with them the needs of this up and coming interaction channel.

Andrew is based in Frankfurt, Germany.

He can most easily be found on Twitter as @serviceplease20 where he talks about the Enterprise 2.0, Customer Service and what a Social Business really is.

© 2012 Avaya Inc. All rights reserved. 3 3

The „Social Call“ Integration in relation to…

>100 years

25 years

9y


How is social media used?

Support

• Customer Service

Sales

• From cold calls • To relationship selling

Product Management

• Crowd Sourcing • Product Launches

HR

• Recruiting • Talent Dev.

Marketing

• Broadcasting • Research • X-functional support


HELLO NEIGHBOR! LESSON # 1

Hello Neighbor!


Gartner recommends

“an organized effort

between the heads of

IT, Customer Service &

Marketing” Marketing

Contact Center

IT

Source: Anna Drennan for Conversocial™ - 2012: The Year Social Marketing and Social Customer Service Get Cozy


Tasks appeared during project, surprised most


But confirmed Gartner„s statement



What„s holding them back?


#1 Fear – answering the social call will cause more anger

#2 Bandwidth – not enough people to put to the task

Source: Jay Baer on Convince and Convert - www.convinceandconvert.com

http://www.convinceandconvert.com/


#2 Bandwidth – can be solved by applying the right tools

#1 Fear – less than 7% of comments are truly negative*

Source: * Social Media Academy, Palo Alto - study of 800 corporations



But are you ready?


Companies have no Social Customer Service Strategy defined


Steps towards Social Engagement Readiness

Opportunity: Does

engaging in Social Media

make sense for my

company?

Current Landscape:

Applicability, competition,

industry, competitive

opportunity

Plug into Customer Care

capabilities and insert

“Social” with the rest of the

interaction points

What does the information

tell us and how can we

achieve our objectives?

1

Custo

mer

Awareness 2

Current

State &

Objectives

3 Engage

4

Integrate

Expand

Listen

Plan to handle

scale with

accuracy and

integrity

Learn

7 The operation is now

ready for scale. Team is

Social Ready and capable

of expansion

6

What is being said?

Who is saying it?

Where is it being said?

Social Media

integrated with

customer

engagement

process

Where are we going and

how is Social Media going

to help get us there?

5



„We„ve got that already“


Understanding the difference

Monitoring Tools

Social Integration

Tools

Social

Media

Community Mgt.


Understanding the difference

Different tools for differing purposes

– Marketing

– Support

– Servicing

Must cooporate

Some overlap will exist

Only one step on the social business map

Monitoring Tools

Social Integration

Tools

Social

Media

Community Mgt.

Avaya Integration



So, what„s going to happen?


Situations we have seen

Executive decision:

“We must get on

Facebook”

Call Center “not

willing to accept

just more work”

Marketing not ready

to “let some agents

loose on our

Facebook page”

Marketing “overwhelmed” with the social

customer


Things to plan for

Reporting and KPIs:

what needs to be

measured & how

Recovery plan,

recovery plan,

recovery plan

Agent readiness:

Will require new

skills, tools &

empowerment

Include others LOBs in

improving your social service



How to do it & Why would I?


Searching for the needle


ROI on Social Media Investments

68% of companies don‟t know or can‟t measure if they received ROI! ?

TSIA 2009 Social Media & Technology Services Survey

Some or full ROI received,

17%

No ROI so far or no ROI,

15% Don't know or

unable to measure, 68%


Monitor and gather

information

Tier 1-3 one-on-one

support

Actively engage with customers

Moderate

interactions as needed

also Reduces Contact Center Costs

Customer issue

Self-Help Peer

Collaboration Social Media

Support Backbone Support

Cost $/Answer $$/Answer $$$/Answer $$$$/Answer

Social media provides lower cost channels for customers to resolve their issues

http://www.montana.edu/freshmen/facebook_pic.jpg

http://cohesion.rice.edu/centersandinst/icon/emplibrary/twitter_logo.jpg


Our Approach Customer Environment

Keyword

Driven

Language

Sentiment

Managed

Agents

Contact

Center

Agent Routing

Actionable

Mentions

Reporting Metrics / KPIs

tracking / SLAs

Public Cloud

facebook.com/GreatBank

Social Media Manager

Posts

Comments

Likes

#GB


We learned a few things too Customer Environment

Keyword

Driven

Language

Sentiment

Managed

Agents

Contact

Center

Agent Routing

Actionable

Mentions

Reporting Metrics / KPIs

tracking / SLAs

Public Cloud

facebook.com/GreatBank

Social Media Manager

Posts

Comments

Likes

#GB

Approval ?

Sensitive

Subjects


Contextual knowledge

@CarXYZ how do I get these wiper blades off my VW Golf?

Thank you @CustXYZ: Here is a link to the process or call me @ 18002221212

@CarXYZ thanks for the help before, but do you know why the top speed on my wipers might not work?

Customer Agent

~~3 weeks pass~~

Thank you @CustXYZ: Might be many issues, we have some great offers. I can make you a deal.

I hate my #CarXYZ


Social traffic had grown to

over >10.000 mentions daily

Manually handled by

marketing department

Needed quicker

response times to

potential issues

How to intelligently

include contact center

agents in the social

response process

Avaya Consulting

Services engaged

Extracted & segmented

relevant items from

Facebook and Twitter

channels

Integrated with their

existing multi-channel

solution for consolidated

services

Identified 350 to 500 items per day needing

customer care

Reduced number of

items needing marketing

attention to less than

1%

Technology deployed

poised for future growth

and scale

Results in Action: Contact Center Integration

Global Retailer

Challenge Solution Results

European headquartered, global brick & mortar and online network


Needed ability to offer an

integrated social

customer experience to

their outsourcing clients

Initially for their airline

clients they wanted to

avoid another “United

Breaks Guitars”

Establish policies for

managing any situation

(crisis, public image)

Avaya Consulting

engaged preparing their

sales teams when

discussing social media

Designed solution

gathering relevant items

from Twitter channels

Integrated with their

existing Avaya Aura multi-

channel solution for

consolidated services

Assisting travellers during transit receiving

positive social comments

Growing loyalty within

their clients customer

base

Gathering immediate

feedback on new

product introduction,

services as well as

competitors

Results in Action: Outsourcer Enablement

Motiva (MEX)

Challenge Solution Results

Outsourcer handling travel, retail, financial, healthcare and more


HELLO NEIGHBOR! FUTURE

What„s coming?


Real-time Interaction

In-channel interaction, moving from public to a private conversation, chat, call or video to continue the process


Using Location Information


A ‚Social Interactive Response Unit„ ?

Fully automated?

Hey @FlyAir: When„s the next flight to London?

@CustXYZ: Where are you departing from?

CustXYZ @FlyAir: I am in Berlin

@CustXYZ: Your next flight with FlyAIR departs at 1430. The one after is at 1650. Click here for booking bit.ly/xvFro

Early trials in process

Customer

‚Social IRU„


Will there be a Social IRU?

Semi-Automated Agent Assisted

@BigTelco: My DSL line is down

Thank you @CustXYZ: Send us a DM with your line ID and we will contact you immediately

DM @BigTelco: 03019034599

DM @CustXYZ: We see your line has an interruption. An engineer is on the way to fix the problem.

Customer Social IRU

Live Agent


Reach out for more information

http://socialmedia-academy.com/

http://www.mindtouch.com/

Social Media im Kundenservice

Smart Service im Social Web

Juni 2011, u.a. A. Maher

http://slidesha.re/SM-im-Kundenservice

Andrew Maher Strategic Consulting

Managing Principal

@serviceplease20

[email protected]

Find all my social presences at:

http://xeeme.com/AndrewMaher




http://www.mindtouch.com/blog/2011/08/02/the-most-influential-in-customer-service/

http://www.mindtouch.com/

http://about.me/andrewmaher


• Avaya

• Avaya Deutschland

• Avaya LatAm

• Avaya Brazil

@avaya

@avaya_UK

@avaya_D

@avaya_FR

@avayaAPAC

@avaya_Latam

@devconnect

http://www.linkedin.com/company/1494

Over 100 other Avaya groups and related

http://www.youtube.com/avaya

Follow us at:

http://www.linkedin.com/company/1494

http://www.youtube.com/avaya

social customer service lessons learned

Education

social media academy

social media investments

year social marketing

social media goingto

customer carecapabilities

area ofnew media

integration tools

difference different